10 Key Benefits of Local Marketing

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Local MarketingWhat the heck is

that??

Local Store Marketing or “Neighbourhood Marketing” generally refers to the marketing techniques used by a business in any industry, to market itself to the area in which it operates. It can also be defined as the localised tactics of a business used to supplement the broader strategic marketing initiatives of its corporate owner. This is often in the case of a franchise system where the franchisee engages in local marketing to supplement the franchisors overall strategies.

So, let’s get into the 10 reasons why it’s important

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1. Franchisors are adding value

Existing Franchisees will see a local marketing support program (i.e. a Local Marketing Kit with turnkey promotions) as a tangible example of how their Franchisor is adding value to them.

For those Franchisors that cannot afford more expensive main media TV and newspaper campaigns, a Local Marketing Kit will add value by providing Franchisees with marketing support that will assist them to generate extra sales. In this situation, the local marketing Kit would be their primary marketing support.

Potential Franchisees will see a local marketing kit as an additional reason to join your Franchise. Note: In a 2007 survey of 570 prospective Franchisees, a key driver critical to purchasing a franchise was local area marketing. (Source: 10 Thousand Feet Franchisee recruitment Report 2007)

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2. Franchisees will be more supportive of head office marketing effortsFranchisees and Managers will better appreciate and understand the importance of head office marketing and local marketing, and will therefore be more supportive of head office marketing initiatives.

Think of McDonalds – as a franchisee, you’d have to be a moron to forego the national advertising campaigns so that you can run your own exclusive local campaign. In fact, they make you sign stuff so you can’t…

Let’s call our local store

McRonalds!

SAID NO FRANCHISEE EVER

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3. Franchisees have less resistance to paying the marketing feesFranchisees will recognise the value of marketing and accept their responsibility to pay marketing fees to support head office campaigns.

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4. There is increased market presence of your franchise brand at the macro and micro level.Franchisees are more likely to comply with brand and marketing guidelines for maximum synergy with head office campaigns and maximum brand impact at the local level.

Advertising and promotional material produced by Franchisees will be brand compliant – it will be totally consistent with the look and feel of head office marketing which will help to boost brand awareness and recognition in each local area.

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5. Franchisees will invest more of their own money in the local marketing of the brand.Franchisees will be motivated to invest more of their own money in local marketing to further raise the profile of the brand in their local area, especially if they know that awareness is being taken care of on a national or regional level by the franchisor.

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6. Franchisees will have more time to devote to working on their business.Local marketing kits make it easier for Franchisees to do the right thing. These kits are designed to save business managers time, money and give them the opportunity to learn about local marketing while taking the stress and hassle out of planning and organising their own local marketing activities.

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7. You need local store marketing to achieve your full sales potential. You need Local Store Marketing to achieve your full sales potential because no national marketing campaign is tailored to any single store.

To explain, whilst the Head office marketing campaigns are designed to deliver the greatest possible benefit to the entire store network, it is not possible to tailor a national head office campaign to the unique characteristics of any one store. Consequently, even the best national head office marketing campaigns will only help a store achieve say, 85% of its’ true sales potential.

Don’t worry, the cute bears are coming up…

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8. Franchisee sales will increase by effectively addressing local problems and opportunities. Franchisees generate more revenue from their local marketing because they will do more of it and it will be more effective.

So if franchisors want all of their stores to achieve that last 15% of their sales potential they need to encourage franchisees to engage in regular local store marketing to address each stores’ local problems and opportunities within that individual community.

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9. Top performing businesses all do local marketing.

Across all industries, the leading businesses are those that proactively fund and implement an ongoing local marketing program that complements the support they are already receiving from the national marketing program developed by their head office. If that’s what the best in the industry are doing, follow the leaders’ example.

See there they are doing a follow the leader routine!

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10. Local marketing builds the asset value of your business.When you build the brand locally using local marketing, the awareness, recognition, and relevance of your brand dramatically increases in the wider market place and in each local area, which in turn significantly increases brand equity and the asset value of your franchise business.

So to recap:

Local Marketing is useful for franchisors and franchisees because:

1. Franchisors are adding real value.2. Franchisees will be supportive of head office marketing efforts.3. Franchisees have less resistance to paying the marketing fees.4. There is increased market presence of your franchise brand at the macro and micro

level.5. Franchisees will invest more of their own money in the local marketing of your brand.6. Franchisees will have more time to devote to working on their business.7. You need local store marketing to achieve your full sales potential.8. Franchisee sales will increase by effectively addressing local problems and opportunities.9. Top performing businesses all do local marketing.10. Local marketing builds the asset value of your business.

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